Sephora To Open Stores in Kohl’s

Retailer Kohl’s and Sephora today announced a long-term strategic partnership to create what they are calling a “new era of elevated Beauty at Kohl's:” that marries Kohl's customer reach and omnichannel convenience with Sephora's prestige service, product selection and exceptional beauty experience. Sephora at Kohl's” will be a fully-immersive, premium beauty destination, designed within a 2,500 square foot space and prominently located at the front of the store, according to the companies. 
 
The Sephora at Kohl’s shops will replace Kohl's current in-store beauty assortment. 

When the first 200 locations open in Fall 2021, the Kohls.com online beauty selection will also convert to exclusively showcase an expanded assortment of Sephora's prestige product offerings. The partnership will expand into at least 850 stores by 2023. 
 
The Sephora at Kohl’s shops will replace Kohl's current in-store beauty assortment and their positioning at the front of the store will provide maximum exposure for Sephora’s brand partners. Exterior signage at locations that feature the in-store shops will display both Kohl's and Sephora branding. These locations will be selected based on existing Sephora store proximity, market opportunity and customer insights.

Last month, Ulta and Target announced a similar partnership.

Sephora has operated units inisde JC Penney since 2006.

Sephora has 500 of its 2,600 stores in the Americas and Kohl's has more than 1,150 locations in 49 states, serving 65 million customers, with very limited overlap between the two store networks. This combined offering of at least 850 Sephora at Kohl's locations by 2023 will draw new and younger customers to Kohl’s and will bring the Sephora experience to millions of new shoppers and existing members of the Sephora beauty community. 
 
“The Kohl's and Sephora partnership will bring a transformational, elevated beauty experience to Kohl's from the top global name in beauty,” said Michelle Gass, Kohl’s chief executive officer. “This new collaboration is an excellent example of two customer-centric, purpose-driven companies leveraging each other’s strengths to make aspirational beauty far more accessible to millions of customers all across the country. It’s an extraordinary time of change, and I am thrilled to partner with Sephora, a brand that shares our values and our passion for innovation and reinvention. Today’s announcement is a perfect illustration of the bold moves we are making at Kohl’s to accelerate our growth and reimagine our future for the next era of retail.”
 
“At Sephora, delivering a strong client experience through passionate employees is at the heart of who we are, and we are thrilled to find a partner who shares this identity. This is not a pop-up collaboration, but an investment our brand partners can rely on for the long-term; as a company with a history of sustained decades-long partnerships, Sephora has every confidence in the future of this collaboration and the unique experiences it will bring to consumers across the US,” said Jean-André Rougeot, president and CEO of Sephora Americas. “Our partnership will be built on expanding our complementary reach and scale in-store and online, creating customer-centric, prestige experiences, collaborating on new innovations, and living our shared values. We fully believe Kohl’s is the ideal partner to bring this vision to life.”
 
At Kohl’s, Sephora will offer customers its signature Sephora experience, with a unique range of makeup, skin care, hair, and fragrance brands. The stores will also deliver Sephora innovations in Clean beauty and self-care. Sephora’s high-touch customer engagement will prominently feature testing and discovery zones that serve up a rotating assortment of new, emerging or trending products, surprising and delighting customers every time they shop.
 
The shops will be staffed by Sephora-trained advisors.